communication research map

8/8/2019 Communication Research Map

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RESEARCH

ADMINISTRATIVE RESEARCH CRITICAL RESEARCH MEDIA RESEARCH

Media-centered

Superficial in analyzingcontent

Neglected theory

Used crudeconceptualizations

Neglected the ways in whichthe media are linked with otherinstitutions, including thepolitical and economicinstitutions

Short-term

Addresses issues of publicconcern

Questions the values and theclaims of the system

-applying independent criteriaof effectiveness

-suggesting alternatives with

regard to both means andends

-exploring the possibility ofnew forms and structures

Communication as socialprocess

MEDIA STUDIES

Operates in social context

Media-regulating

Media in relation tonational or economic

development

Is a never-ending process: designed to answer oneseries of questions that produces a new set of

questions no one thought of before

EARLY TRADITIONS


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Theory in Media

Research

BOYD-BARRETT

& NEWBOLDS

APPROACHThe term approach is amixture of 4 components:

Selective Focus

as to Topic

Its

Importance

Theories about

Media in Society

Preferences for

specific

methodologies in

finding answers to

questions that

have been raised

Mass Society,

Functionalism, Pluralism

Media Effects

Political Economy

The Public Sphere

Media Occupations

and Professionals

Cultural Hegemony

Feminism

Moving Image

New Audience

Research

Media Research have ways in which they should be defined.These approaches, still can be developed.


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Phases of Media Research

Phase 1: Mass Society, Mass Media

Phase 2: Pluralism and

Reinforcement

Phase 3 and 4: Cultural Studies

and Political Economy

Phase 5: Public Sphere

Phase 6: Cultural Studies

and Social Anthropology

Offer diversion for the masses, to distract them

from political action, to provide a surrogate senseof community, and to manipulate massconsciousness in the interests of the ruling class

The most important outcome of exposure tomedia was reinforcement, not change ofexisting attitudes and opinions

Started as critiques of existing media systemswithin the western world, and of capitalistsocieties

Provided a broadly acceptable framework in thesphere of media studies

Meanings in textual construction reflected thestruggles between the social classes but supportsthe dominant culture


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Mass Society,

Functionalism, PluralismHow the media contribute to the overall system.

It incorporates 2 different views:

Mass Society Alternative View

How the media shaped the

public:

a. Production of culturalgoods

b. Public tastes for goodresults

-Cultural Standardization

Media as the reflection of

various groups, cultures andinterests as a force for socialcohesion and stability

Characterized by a mass society model of society, focuses on the impact of media the community as awhole. Media is very powerful, that it was described as the hypodermic needle model of media effect.


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Media EffectsFocuses on individuals orgroups

One-way Transmission of

Messages

Whether the media have an influence upon knowledge, beliefs and behavior onindividuals and groups.


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Political Economy

The study of the social relations,particularly power relations, that

influence the production, distribution,consumption of resources including

communication resources

Media exists for profit

How the work of media institutionsrelates to the other major institutions

of the society

Political

Financial

Industrial

How theseinfluences media

industrial andprofessional

practices


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The Public SphereDefined as the forum of publiccommunication:

When we say forum of publiccommunication, we refer to theindividual citizens who can cometogether as a public and talkabout things of general interestStudies in this approach

attempts to:

1. Identify the role of the

media in development2. Identify the role of the

media in the operationand survival of publiccommunication

3. Explore the conditionswhy the public sphereappear effective and

others not

Media function depends on who controls it, for benefit or revenue maximization, or for servingthe common good by providing open discussion, or the intervention in public communication ofmedia professionals chosen by a few.


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Media Occupations and

Professionals

Media PracticeStarts from:

1. An interest in theanalysis of mediaproduction andperformance,roles and role-

relationships

2. By institutionaleconomicinterests

3. How mediaworkers absorband recreateprevailing ideas

andrepresentationsthat contribute tothe maintenanceof CulturalHegemony

Cultural

Hegemony

Cultural

Studies

The meaning oftexts are relatively

fixed

Texts are open toinfinity of meanings

or limited to a

range of differentreadings


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Cultural

Hegemony

Signs, ideas and images that reflect theperspectives, interests and ideologies of the rulingclass of social power

Identify areas for:

Authorialfreedom

Independence Discretion

These are the spacescreated when there areconflicts or dissonancebetween differentsectors of the rulingclass, or that aretolerated ascommercial efforts tomeet audience tastesfor novelty, challenge

and authenticity

Dominant group dictates thepowerless groups

A. How media contributeto popularconsciousness thelanguage, symbolicand cultural codes inwhich media frame theworld

B. How the mediareproduce the socialrelations in which their

own power is invested

Ideological Work of media. Ideology turns what is in fact political, partial and open tochange into something seemingly natural, universal and eternal. Media reinforceinequalities of power in society


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Feminism

Importance of sex and gender inrelation to social class and patriarchy,and studies gender representations inmedia texts

evident in

Cultural Studies New AudienceResearch

Study of the ways in which womentake meaning from texts and howtheir reading practices have beeninfluenced by gender and role

Feminism strengthens and radicalizes audience research


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Moving ImageIdentified to media category,study of the moving image

Refers to the analysis offilm, television and videoproducts

Film Studies

1. Parallel with media study

2. Genre and narrativeconcepts were developedfor application to mediacontent

3. Media scholars allowedthemselves the luxury ofdetailed scrutiny of mediacontent

4. Introduced considerationsas inter-textuality

5. Influence of audienceexpectations and pleasure

upon how audiences readfilm, and on how film ismade

Moving image reflects the strength of an independent field ofstudy and practice that focused on film


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New Audience ResearchRejection of the role attributed to theaudience in traditional media effectsstudies

Audience

Passive Receivers Active Receivers

Identified by:

A. Categories of contentand gratification

B. Categories ofmembership of socialand cultural groupings

Authors and ReadersMakes sense of texts

Encodings Decodings

process

Reading

Influenced by different factors:

1. Structure of the text itself

2. Social context withinwhich the text is read

3. Cultural affinities ofreaders

4. Ways in which culturalfactors influence theirreading competencies,predispositions,opportunities, likes anddislikes


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Mass Society and Mass Media

Media:

1. Moral or religious anxiety that exposure to the popular media encouragedlicentiousness and other immoral behavior

2. Threatened to undermine the civilizing influence of great literature and high culturethat was thought to have played a significant role in helping people make sense of

and adjust to social change3. Represented the interests of the powerful, and debased the critical and sensory

faculties of those who consumed them

The receiver of the message accepts theinformation given by the media. There is auniform effect to the recipients of the message


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Reinforcement

Choice of media and perception ofwhat to look at, listen or read, and thethings people remember

Values and norms of the cultures andgroups to which they belong

Selective Exposure

Selective Attention

Selective Retention

Resulted to

Pluralism

Centres of powerChecks and

Balances

Countervailing

Forces

The power of media was seen as limited and conditional, a power affected bydifferent factors


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Cultural Studies

Expression of the unequalrelations between socialclasses

Neo-Marxism

Contributed the exploration ofideology in the maintenance ofclass relations to the field of

media study

HOW SOCIETIES IN WHICH

RESOURCES AND REWARDSARE UNEVENLY

DISTRIBUTED CONTINUE TO

SURVIVE AT ALL WITHOUT

REVOLUTION?

Role of the production of

ideas, information andcultural representations

How these reflect theinterests of the rulingclass

How these reflect theprevailing coalition ofdominant interests

Mass or popular culture was not something to be blamed forthe tastes of the illiterate or uneducated people but ratherthe product of the application to cultural expression ofindustrial practices

Press Systems

Developing Worlds

GeneralLeft-Wing

Real Left-Wing

Establish nationalsystems and national

identities

Fourth Estates Watchdogs

POLITICAL

ECONOMY


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Political Economy

FIRST EPISODE OF POLI ECON: NEO-

MARXIST

MEDIA

ECONOMIC &POLITICAL

INTERESTS

Focused on the relationsbetween

SOCIAL CLASS RELATIONS

manufacture of consent

By means ofinstitutions such as

Education Religion Media

SECOND EPISODE OF POLI ECON:

POST-MARXIST

Class relations hasdisappeared becauseof the contribution of

Feminism

GenderRelations

EthnicRelations


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Cultural Studies Literary and Cinematic Analysis

2 traditions

Socio-anthropological or ethnographic

influence

How are texts constructed so

that they have the power tomean

LanguageStudies

Contemporary Socio-Linguistics

Focuses on

InterpersonalCommunication

Context, purpose,relationship and content

How audiences as cultural

members take meaning from

texts

Exploration of human culture

Human relationships in fullcontext


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1. Do the media have thepower to change people?

2. Do the media help tochange affect?

From passive audience towards

active users and interpreters of allkinds of media texts

About meaning in and through thetext itself

Range Linearity Cause-Effect

Methodology Definition Content ResearchSupport

Focus

PROBLEMS

Models ofpersonalidentity

and effect

KEY CONCEPTS

Realism Semiotics Rhetorical Devices Reader Readings

Focuses on processes as muchas on structures

Realist Inclusive Moral CriticalConstitutive

MOVEMENTS OF MEDIA STUDY


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CommunicationResearch Concept Map

Elizalde, Nikkie Marie A.

3MC-BJ

November 11, 2010

communication research map

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